Turnhout, Belgium – September 07, 2026 -- STANLEY® has entered the global flooring market for the first time through a strategic partnership with Istanbul-based manufacturer Area Floors, launching SPC flooring collections built entirely on i4F Drop-Lock installation technology. The products are already in production and will roll out across the EMEA region during 2026.
STANLEY® debuts first-ever flooring line under licensing deal with Area Floors
The collections mark STANLEY®'s expansion into floating SPC (Stone Polymer Core) flooring, targeting the residential and renovation segments. Area Floors, which operates automated manufacturing facilities and has international export experience, is responsible for product development and manufacturing under the agreement.
i4F Drop-Lock technology underpins installation across all new SPC ranges
Every STANLEY® SPC collection uses i4F's Drop-Lock click systems, designed for fast, tool-light installation. Branding for both STANLEY® and i4F will be prominently displayed on packaging, installation materials, and Area Floors' distribution collateral, allowing retailers and consumers to identify the co-branded products at point of sale.
Executives frame launch as validation of licensing and technology model
Caroline McInerney, EMEA Licensing Manager at STANLEY®, said the flooring push extends the 175-year-old brand's presence in home-improvement categories, citing Area Floors' manufacturing expertise as central to tailoring the collection to current consumer demand. Area Floors CEO Ferhat Çalınaltı said the deal demonstrates the company's capability to develop and produce flooring solutions for major global brands. i4F CEO John Rietveldt called the partnership a validation of i4F's Drop-Lock technology by a recognized global name.
Dervis Anil, project lead for the STANLEY flooring program at Area Floors, said the initiative combined product innovation, manufacturing quality, and reliable installation technology to serve customers across the EMEA region.